What a fantastic conversation we had with Virginia Sharp March on the latest Ready, Set, Action episode! As a marketing veteran and business owner myself, I was looking forward to diving into the topic of self-awareness and team dynamics, but what I learned truly reinforces the core message of the Witmer Group and how we connect B2B companies with more clients.
The entire conversation about the DiSC system hammered home a truth that is vital not just in leadership, but in marketing: one size does not fit all. Just as you wouldn’t lead every employee the same way, effective audience segmentation ensures you aren’t marketing to every client the same way either.
The Power of Personalized Leadership for Marketing Success
Virginia’s insights showed us that to achieve business success, a leader must be willing to customize their approach to every situation and every person.
- Flexing Your Set Point: We learned that a leader’s greatest strength—like decisiveness—can actually become a barrier if they don’t develop self-awareness and learn to “flex” outside their default style. I even shared how I had to deliberately add a coffee chat to my weekly meetings to ensure I wasn’t jumping straight into tasks and neglecting the relational side of leadership.
- Delegation is Personalized: Delegation isn’t just about handing off a task; it’s about customizing the instructions and authority based on the recipient’s DiSC style. You give a Dominant ‘D’ authority and avoid micromanaging, but you confirm follow-up steps with an Influencing ‘I’. And when correcting behavior, you must relate to them in the way they want to be related to—reassuring a Steady ‘S’ or Influencing ‘I’ of what they’re doing well before focusing on the problem area.
- The Bridge is Transformative: The greatest impact Virginia has witnessed is the moment of clarity when individuals understand the “why” behind their behaviors. This breakthrough gives them the confidence to adapt, leading to significantly better communication with colleagues and, most importantly, with their clients.
At Witmer Group, we create custom strategies, content, and processes to consistently attract high-quality leads and turn them into clients more easily. When Virginia talked about how a leader must change their dynamic to focus on what their team or client needs—not what the leader prefers—it perfectly mirrors our mission.
Just as a leader must avoid the ‘default style’ trap to be effective, B2B companies cannot afford to rely on scattered, generic marketing. Success requires moving beyond a one-size-fits-all approach and embracing audience segmentation to ensure your message actually resonates.
Our message of providing customized marketing strategies for each B2B company, based on their unique challenges, goals, and sales process, is directly reinforced by the principles of DiSC. You can’t lead effectively with a one-size-fits-all approach, and you certainly can’t market effectively that way either.
Sustainable growth and increased revenue don’t come from generic solutions; they come from self-aware, customized strategies, both internally in your team (thanks to Virginia’s advice) and externally in your market (which is where we come in).
Ready to grow sustainably and increase your company’s revenue while gaining back time to focus on your zone of genius? Then let’s talk about a custom marketing retainer.